{"id":58595,"date":"2022-01-15T09:03:00","date_gmt":"2022-01-15T13:03:00","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=58595"},"modified":"2022-01-25T12:42:53","modified_gmt":"2022-01-25T16:42:53","slug":"blue-ocean-strategy-review","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/blue-ocean-strategy-review\/","title":{"rendered":"Blue Ocean Strategy: Review &#038; Critical Reception"},"content":{"rendered":"\n<p>What is <em>Blue Ocean Strategy<\/em> about? What is the key premise of W. Chan Kim and Ren\u00e9e Mauborgne&#8217;s blue ocean business model? <\/p>\n\n\n\n<p>In <em>Blue Ocean Strategy<\/em>, W. Chan Kim and Ren\u00e9e Mauborgne argue that the key to building a <a href=\"https:\/\/www.shortform.com\/blog\/what-makes-a-business-successful\/\">successful business<\/a> is to create a blue ocean\u2014a brand-new market for an innovative idea. You can create such a market by focusing on your product\u2019s characteristics that customers really care about while discarding the characteristics they don\u2019t. This creates a new product offering that doesn\u2019t currently exist, in a space without direct competitors.&nbsp;<\/p>\n\n\n\n<p>Here is our review of <em>Blue Ocean Strategy<\/em>.<\/p>\n\n\n\n<!--more-->\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-about-the-authors\"><strong>About the Authors<\/strong><\/h2>\n\n\n\n<p>W. Chan Kim is a professor of business strategy and international management at <a href=\"https:\/\/www.insead.edu\/\">INSEAD<\/a>. He is co-director of the Blue Ocean Strategy Institute within INSEAD and also a fellow of the <a href=\"https:\/\/www.weforum.org\/about\/world-economic-forum\">World Economic Forum<\/a>. Renee Mauborgne is Kim\u2019s former student and now colleague at INSEAD. In 2019, <a href=\"https:\/\/thinkers50.com\/awards\/awards-2019\/\">Thinkers50 ranked them the #1 <\/a>most influential thinkers in the field of business management.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-book-s-publication\"><strong>The Book\u2019s Publication<\/strong><\/h2>\n\n\n\n<p><em>Blue Ocean Strategy <\/em>was published in 2004 by the <a href=\"https:\/\/store.hbr.org\/product\/blue-ocean-strategy-expanded-edition-how-to-create-uncontested-market-space-and-make-the-competition-irrelevant\/13892?sku=13892E-KND-ENG\">Harvard Business Review Press<\/a>. It was the authors&#8217; first book and a culmination of their work on the subject of \u201cvalue innovation,\u201d some of which they published in scholarly articles between 1997 and 1999.&nbsp;<\/p>\n\n\n\n<p>In 2017, they published a sequel titled <a href=\"https:\/\/www.hachettebooks.com\/titles\/w-chan-kim\/blue-ocean-shift\/9781478940784\/\"><em>Blue Ocean Shift<\/em><\/a>, reiterating the central message of <em>Blue Ocean Strategy<\/em> and providing additional insight based on the experience of companies that applied the strategy since it was first published.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-historical-and-intellectual-context\"><strong>Historical and Intellectual Context<\/strong><\/h2>\n\n\n\n<p>From about 1980 to the early 2000s, most influential writings on business strategy focused on competition. The authors credit Michael Porter and his book <a href=\"https:\/\/www.hbs.edu\/faculty\/Pages\/item.aspx?num=195\"><em>Competitive Strategy<\/em><\/a> for ushering in this age of focus on competition, although many others contributed to it as well.&nbsp;<\/p>\n\n\n\n<p>Against this backdrop, <em>Blue Ocean Strategy<\/em> represented a new direction in business strategy, focusing on developing uncontested markets instead of beating the competition.<\/p>\n\n\n\n<p>However, many of the ideas it presented were not entirely new. In <a href=\"https:\/\/www.shortform.com\/app\/book\/positioning\"><em>Positioning: The Battle for Your Mind<\/em><\/a> (published in 1980) <a href=\"https:\/\/www.shortform.com\/blog\/al-ries-and-jack-trout\/\">Al Ries and Jack Trout<\/a> argued that the key to successfully marketing a product was to find or create an open market sector where your product would stand out as the clear leader. Functionally, this concept is very similar to <em>Blue Ocean Strategy.<\/em><\/p>\n\n\n\n<p>Similarly, in 1991, marketing consultant Geoffrey Moore published <a href=\"https:\/\/www.shortform.com\/app\/book\/crossing-the-chasm\"><em>Crossing the Chasm<\/em><\/a>, a strategy for introducing high-tech products into the mainstream market. Moore\u2019s strategy could almost be considered a specific application of <em>Blue Ocean Strategy<\/em> to high-tech products.&nbsp;<\/p>\n\n\n\n<p>However, despite their functional similarities, Moore and Kim presented their respective strategies using very different analogies: Kim and Mauborgne\u2019s blue ocean metaphor emphasizes an <em>absence<\/em> of competition, while Moore illustrated his strategy using the D-Day invasion of World War II, focusing on the <em>conflict<\/em> of competition. The different metaphors reflect fundamental philosophical differences between the two strategies.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-book-s-impact\"><strong>The Book\u2019s Impact<\/strong><\/h2>\n\n\n\n<p><em>Blue Ocean Strategy<\/em> was well-received worldwide. It has sold more than four million copies and was listed among the best business books of 2005 by many influential publications, including <em>The<\/em> <em>Wall Street Journal<\/em>, <em>Business Week<\/em>, and <a href=\"https:\/\/www.fastcompany.com\/673561\/fast-companys-best-books-2005\"><em>Fast Company Magazine<\/em><\/a>. It is rated 4.6 out of 5 stars on Amazon and 4 out of 5 on Goodreads.&nbsp;<\/p>\n\n\n\n<p>Many reviewers praised the book for addressing the problem of fierce competition with a strategy that made sense and was well presented. The visual metaphor of bloody red oceans representing fiercely competitive markets contrasted with pristine blue oceans representing uncontested markets resonated powerfully with many reviewers.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-critical-reception\"><strong>Critical Reception<\/strong><\/h2>\n\n\n\n<p><em>Blue Ocean Strategy<\/em> reviews were largely positive, but it was not without its critics. Critical reviewers often focused on the examples, saying they were merely anecdotes that were cherry-picked to provide an appearance of support for its principles. They asserted that there were no actual case studies of companies that had intentionally and successfully implemented the principles of the strategy.<\/p>\n\n\n\n<p>Critics also pointed out that none of the ideas in the book were really new. Some reviewers went so far as to say that the only blue ocean the authors created was the one for their own book: They compiled well-known principles from the last 20 years of marketing strategy and rebranded it with a new visual metaphor that made them look superficially different from all the other market strategists of their day.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is Blue Ocean Strategy about? What is the key premise of W. Chan Kim and Ren\u00e9e Mauborgne&#8217;s blue ocean business model? In Blue Ocean Strategy, W. Chan Kim and Ren\u00e9e Mauborgne argue that the key to building a successful business is to create a blue ocean\u2014a brand-new market for an innovative idea. You can create such a market by focusing on your product\u2019s characteristics that customers really care about while discarding the characteristics they don\u2019t. This creates a new product offering that doesn\u2019t currently exist, in a space without direct competitors.&nbsp; Here is our review of Blue Ocean Strategy.<\/p>\n","protected":false},"author":7,"featured_media":30843,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[45,104,458],"tags":[77],"class_list":["post-58595","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-business","category-marketing","category-review","tag-blue-ocean-strategy","","tg-column-two"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Blue Ocean Strategy: Review &amp; Critical Reception - Shortform Books<\/title>\n<meta name=\"description\" content=\"Is W. 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We&#039;ll review the book&#039;s context, background, and critical reception.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.shortform.com\/blog\/blue-ocean-strategy-review\/\" \/>\n<meta property=\"og:site_name\" content=\"Shortform Books\" \/>\n<meta property=\"article:published_time\" content=\"2022-01-15T13:03:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-01-25T16:42:53+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/s3.amazonaws.com\/wordpress.shortform.com\/blog\/wp-content\/uploads\/2021\/03\/pile-of-books.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"903\" \/>\n\t<meta property=\"og:image:height\" content=\"478\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Darya Sinusoid\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Darya Sinusoid\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.shortform.com\/blog\/blue-ocean-strategy-review\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/blue-ocean-strategy-review\/\"},\"author\":{\"name\":\"Darya Sinusoid\",\"@id\":\"https:\/\/www.shortform.com\/blog\/#\/schema\/person\/0421cce75bc249b11e2517b3a91f9c46\"},\"headline\":\"Blue Ocean Strategy: Review &#038; Critical Reception\",\"datePublished\":\"2022-01-15T13:03:00+00:00\",\"dateModified\":\"2022-01-25T16:42:53+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/blue-ocean-strategy-review\/\"},\"wordCount\":724,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/blue-ocean-strategy-review\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/03\/pile-of-books.jpg\",\"keywords\":[\"Blue Ocean Strategy\"],\"articleSection\":[\"Business\",\"Marketing\",\"Review\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.shortform.com\/blog\/blue-ocean-strategy-review\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.shortform.com\/blog\/blue-ocean-strategy-review\/\",\"url\":\"https:\/\/www.shortform.com\/blog\/blue-ocean-strategy-review\/\",\"name\":\"Blue Ocean Strategy: Review & Critical Reception - Shortform Books\",\"isPartOf\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/blue-ocean-strategy-review\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.shortform.com\/blog\/blue-ocean-strategy-review\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.shortform.com\/blog\/wp-content\/uploads\/2021\/03\/pile-of-books.jpg\",\"datePublished\":\"2022-01-15T13:03:00+00:00\",\"dateModified\":\"2022-01-25T16:42:53+00:00\",\"description\":\"Is W. 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